CHALLENGES Creating content for the buyer’s journey and aligning sales are two important areas where content marketers face challenges. Technology and communication will be key to making advances in these areas in 2023. B2B Organizations’ Current Content Marketing Challenges Creating content that appeals to different stages of the buyer’s journey 61% Aligning content efforts across sales and marketing 50% Developing consistency with measurement 43% Communicating internally among teams/silos 41% Differentiating our products/services from the competition's 38% Accessing subject matter experts to create content 34% Achieving consistency with messaging 33% 0 20 40 60 80 Content Marketing Institute/MarketingProfs Base: Content marketers who measure content performance. Aided list; multiple responses permitted. 13th Annual Content Marketing Survey: Content Marketing Institute/Marketing Profs, July 2022 38